Any chat surrounding our lady bush is usually restricted to where you get your waxing done or if you’ve tried laser hair removal, but few of us are willing to put our hand up and claim a full blown bush. So, if you’re already shelling out for waxing, razors and laser, may we make the case for a little tender lovin’ care down there? Ladies (and maybe gentleman) we present to you: Fur Oil.

For those unacquainted with the American beauty brand, Fur was one of the first to create a range of products specifically for pubic hair. Founded by sisters Emily and Laura Schubert, along with co-founder Lillian Tung, the trio was frustrated by the lack of products on the market tailored for your nether regions. The three product range includes Fur Oil, Stubble Cream and Ingrown Concentrate.

While the Fur Oil contains a mixture of nine anti-microbial and anti-inflammatory natural oils to nourish your pubic hair, the Stubble Cream is designed to soothe skin after shaving or waxing. The Ingrown Concentrate goes hand-in-hand with the latter to help reduce ingrown hairs after waxing.

Emma Watson has unsuspectingly reignited the conversation about why women are so straitlaced about their hair by naming Fur Oil as one of her beauty essentials. “I’ll use that anywhere from the ends of my hair to my eyebrows to my pubic hair. It’s an amazing all-purpose product,” the actress told Into the Gloss.

And she’s not the only one sidestepping the monthly trip to Brazil. Cameron Diaz, Gwyneth Paltrow and Solange Knowles have all proudly laid claim to a 70s vibe. One of the founders Emily Schubert, 24, told the Telegraph: “I started thinking about how women are treating their pubic area and how it’s not really in line with what’s going on right now. Fur is on the spectrum between having no hair and being unruly and unkempt.”

“I feel like it’s that new wave of feminism. You care about yourself, but it’s more about you as a woman, not about men. I realised it really wasn’t that crazy,” she said.

And pube pride comes at a price – a bottle of Fur Oil will set you back $51 from furyou.com. We vote it’s a small outlay for lady love though.